IKEA Finland is piloting a new assisted-shopping and app-based navigation services at its Vantaa store to help customers with disabilities move more independently between digital planning and in-store shopping experiences.
The initiative builds on extensive research and insights showing that navigating large store environments can be challenging for many customers, with these challenges often more pronounced for people with disabilities – particularly when it comes to finding the right departments, orienting within the space and accessing timely support when making a purchase. By combining clearer guidance, assistive technology and human interaction, the pilot aims to address these needs in a practical, everyday setting.
Two solutions are currently being tested at the IKEA Vantaa store to better support customers who may need additional assistance, particularly for those who are blind or have low vision:
- Assisted shopping services
Customers who need individual support can pre-book a 90-minute visit, where a trained co-worker accompanies them throughout the shopping journey. - App-based navigation support
With the NaviLens app (a technology provider of accessible navigation solutions), customers can scan codes placed around the store to receive audio guidance about locations and product areas, supporting more independent navigation. The codes provide audio-described information, for example, about the location of departments and their product ranges.
Both services are offered free of charge and designed to work together, giving customers the flexibility to choose how much support they need. The assisted shopping service can be booked in advance, allowing co-workers to prepare ahead of each visit and help make the overall experience simpler and more seamless.
“We want as many people as possible to experience shopping at IKEA as smoothly as possible, based on their own needs. We know that for everyone the store environment is not automatically an easy environment, and that is why we want to develop concrete solutions to support everyday life,” says Catharina Van Den Houwe, Equality, Diversity and Inclusion Leader, IKEA Finland.
“This pilot is a learning journey for us as well. We listen carefully to customers’ experiences and feedback so that we can continue to develop the services and assess how the solutions could be extended to other stores in the future,” she says.
This initiative reflects a wider shift at IKEA, towards more integrated and inclusive customer journeys both online and in store. Globally, around 1.3 billion people, 1 in 6 live with a significant disability, according to the World Health Organization. Many continue to face barriers in all environments.
Across IKEA, improving accessibility remains an ongoing focus, both for co-workers and customers. As Paulina Bergman, Acting Design & Accessibility Manager puts it: “As expectations around accessibility evolve, the focus is shifting towards creating experiences that are not only functional, but intuitive and inclusive by design. This reflects a broader ambition: to build a more inclusive IKEA, where people feel a sense of belonging and where digital accessibility is part of everyday experiences.”
Through its Digital Inclusive Design, Equity & Accessibility (Digital IDEA) Centre of Expertise, IKEA is integrating accessibility into design systems, product development and ways of working, ensuring that digital solutions are intuitive and usable for as many people as possible.
For now, the initiative is being piloted in one market to better understand how these solutions work in practice and to assess their potential for scaling more broadly.
Related links:
- IKEA unveils commitment to digital accessibility – IKEA commitment to digital experiences;
- Better lives | Ingka Group – People are at the heart of everything we do. From gender equal pay to inclusive workplaces;
- IKEA unveils commitment to digital accessibility for inclusive retail – IKEA commitment to digital accessibility for inclusive retail.
About Ingka Group
With IKEA retail operations in 32 markets, Ingka Group is the largest IKEA retailer and represents 87% of IKEA retail sales. It is a strategic partner to develop and innovate the IKEA business and help define common IKEA strategies. Ingka Group owns and operates IKEA sales channels under franchise agreements with Inter IKEA Systems B.V. It has three business areas: IKEA Retail, Ingka Investments and Ingka Centres. Read more on Ingka.com.
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